The seventh annual Giving Tuesday arrives today, and dozens of Berks County organizations are participating.

Giving Tuesday is intended to usher in the charitable giving season in much the same way Black Friday ushers in the holiday shopping season, according to the official website of the movement. The day rallies the power of social media to amplify requests for donations, volunteers and resources in communities around the world.

Jason Brudereck, director of communications at the Berks County Community Foundation, said the great thing about Giving Tuesday is that it serves as a reminder that the season is about more than shopping lists and holiday sales. Whether that means donating money or volunteering time, he said, the day reminds us that it's all about what we give back.

"All nonprofits are encouraged to participate so they can raise money, and maybe even more importantly, it helps them raise awareness of what they do in the community," he said. "We hope people will pick their favorite local charity and answer their call for help."

Opportunity House is one of the participants in Giving Tuesday this year. The organization offers an emergency shelter, programs for those transitioning back into independent living, a child care center, assistance for veterans and reuse and recycle services.

Chief Development Officer Kate Alley said the Giving Tuesday movement is another avenue for the organization to tell the community about all the wonderful things it does to help their less fortunate neighbors.

"We will be using social media to share the stories of those that have been helped and have gone on to be successful," she said. "We want to remind people that the money they give has a real impact in the local community."

Alley said this is the first year Opportunity House will be using social media to tell these stories.

She said that the goal is to show people why, on Giving Tuesday, it is worthy of their dollars and their donations.

Habitat for Humanity of Berks County will be competing for the same attention, but it will take a different route to raise cash today.

Molly Murrill, director of marketing for the organization, said that some local restaurants agreed to help generate funds by offering to give a share of their proceeds to the nonprofit.

Austin's Restaurant & Bar, Brickstone's Mighty Fine Food & Spirits, Coastal Grille and Chili's Grill & Bar are all participating in the effort. Customers must show their server an official Habitat for Humanity voucher - a digital version on their smartphone also will work - for a portion of their bill to benefit the organization.

"The beauty of Giving Tuesday is that in the middle of the hustle and bustle of the holidays, it's a great way to take a minute to think about how to give back to organizations in your own community that are doing really good work," Murrill said. "It's also a time for those organizations to shine by highlighting their programs and why they're important."

And Michelle Halabura, regional philanthropy officer at the American Red Cross Eastern Pennsylvania Region, said that while the donations are greatly appreciated, the real value of Giving Tuesday is that it's a day when people are talking and thinking about giving back.

"We do our best to talk about the need every day, but we're grateful for the extra attention on nonprofits today," she said. "We love Giving Tuesday because people are looking for ways to donate and to help."

For a list of some local groups participating, visit www.givingtuesday.org and click on Search Nearby.

On the air

What: Giving Tuesday live broadcast with Mike Faust on WEEU 830 AM.

When: 9 a.m. to noon today.

Where: Wyomissing Restaurant & Bakery, 1245 Penn Ave., Wyomissing.

Who: Representatives from various nonprofits in the Berks County area will talk about the services they provide and the importance of community support and volunteers.